I recently sat down with David L. Thomas, MBA of Law Tigers, for a powerful conversation on the Trial Lawyer View by Synergy podcast. We explored how focusing your practice, building trust, and going deep on community relationships can be the difference between a growing firm and a stagnant one.
❓ What Is Killing Law Firm Growth?
Dave didn’t mince words. Too many law firms are acting like legal supermarkets—offering a little bit of everything, mastering none. That might sound smart on paper, but in practice it creates confusion, dilutes your brand, and makes it impossible to connect deeply with the people you’re trying to serve.
“You want to resonate. Not just be recognizable, but relatable. People trust who understands them, not who advertises the most.” — David L. Thomas, MBA
Take Law Tigers. They’ve built a national brand around a single group—motorcycle riders—and have earned loyalty because riders feel seen, heard, and understood. That’s not an accident. It’s strategy.
🔁 The Power of Infinity (and Affinity) Marketing
One standout takeaway? Dave introduced the concept of infinity marketing—a cycle of traditional, digital, and grassroots strategies that feed into each other to build brand affinity. That means people talk about your firm when you’re not in the room.
Here’s what that looks like in action:
- Traditional: Billboards, TV, and radio—but tied to local sponsorships and community events, not just airtime.
- Digital: A clear SEO game plan, especially by optimizing your own website and creating human-centered content.
- Grassroots: Real people on the ground, building relationships with riders, shops, and local businesses.
At the center? A deep respect for community. Not just being visible, but being valuable.
“If you keep people first, they will keep you first.” — David L. Thomas, MBA
❤️ The Emotional Side of Marketing (That Lawyers Often Miss)
We also got personal. I shared my own experience as a cyclist who was hit by a car, and how the cycling community’s response shaped my view of what real connection looks like.
Dave’s advice? Show your flaws. Share your story. Create emotional resonance—not just professional authority.
“The more vulnerable your marketing is, the deeper the connection.” — David L. Thomas, MBA
In an era where every firm boasts million-dollar verdicts, what really cuts through is authenticity. Not just saying you care—but showing how, day in and day out.
⚙️ Growth Metrics That Actually Matter
We closed out our discussion talking law firm KPIs—and Dave challenged the typical playbook.
Yes, revenue matters. So does case volume. But if you’re not measuring internal alignment, team engagement, and mission buy-in, you’re missing the real levers of sustainable growth.
The most successful firms he works with? They’re not just marketing better—they’re leading better.
“You can’t build a great firm on transactional thinking. Relational marketing is how you go from good to great.” — David L. Thomas, MBA
Is It Time to Refocus?
If you’re a PI firm owner feeling stuck, consider this your nudge. Niche down. Make your marketing about connection, not conversion. Then watch what happens.
🔗 Want more insights like this?
If you’re a personal injury lawyer ready to scale, streamline, and step into your role as CEO, let’s talk. Join the Peak Practice Community, and learn how synergy. can help you eliminate settlement bottlenecks, resolve complex liens, and maximize recoveries. Learn more here: https://partnerwithsynergy.com/peak-practice/
If you want to listen or watch the Trial Lawyer View by Synergy podcast episode with David Thomas for even more insights, you can do so here https://triallawyerview.com/podcast/dave-thomas/
If you want to grow and scale your law firm more effectively, consider partnering with synergy. for lien resolution. Learn more at: https://partnerwithsynergy.com/liens/
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